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Oral Presentation Rubric: Analyzing Advertisements

STEP 1: Choose your Advertisements
• You can use commercials, print, internet, magazine ads or billboards.

STEP 2: Plan Your Presentation
• Walk us through your advertisements by answering and explaining the below questions. Refer to the deconstructing advertisements handout for further guidance and support in your analysis.

Describe the commercial:

  1. What product or service is the commercial trying to sell?
  2. What type of advertisement is it: brand, generic, or advocacy?
  3. Where was the commercial set? Describe the setting(s).
  4. Who was in the commercial? Describe the people in the commercial.
  5. What objects were in the commercial? Describe the objects.
  6. What happened in the commercial? Provide as much detail as you can.
  7. What facts are presented?
  8. What creative strategies are used to entice the audience?

Analyze the purpose of the commercial:

  1. Who is the target audience of the commercial? Explain how you know.
  2. What is the message of the TV commercial? In other words, what do the commercial’s creators want the target audience to believe about the product?

Analyze the techniques the commercial’s creators used:

  1. What techniques do the commercial creators’ use to convince us of their message. Explain how they help support the message.
  2. Logos, pathos, or ethos: select and explain why.
  3. How do the languages and images used in the selected advertisements create this emotional response and persuade viewers to buy or do something?
  4. Who/what is the competition and how do they differ? Compare and contrast.


  1. Why did you select each advertisement?
  2. As a teenager, how does this advertisement appeal to you in comparison to how an adult may react to it?

Sample Solution

Figure 1.3 Shows the effects altering sea ice conditions have on the availability of food for the polar bears. The conditions cause the bear top to spend more energy in trying to find food therefore its weak appearance. Ocean Acidification The increased acidification of the ocean as a result of increased CO2 is also another major threat created greenhouse gas emissions, in this case to the biodiversity of aquatic animals. The majority of the CO2 emitted into the atmosphere, is absorbed by the ocean resulting in the decrease of its PH levels. The mechanism by which the PH decreases is explained in the article by the ocean portal team “when CO2 is absorbed by seawater, a series of chemical reactions occur resulting in the increased concentration of hydrogen ions. This increase causes the seawater to become more acidic.” (The Ocean Portal Team, 2018). As the ocean acidifies the carbonate ions, which are important to structures such as shells and corals, become less valuable. It makes it extremely hard for calcifying (shell using) organisms such as oysters, clams and calcareous plankton to build and maintain shells necessary for their protection. As a result of these consequences we may see smaller populations of such animals, which in the long run can relay them to be overexploited by their prey, eliminating them from the ecosystem. Another possibility of could be that the predators themselves cannot detect these animals because of new appearances (no shells), which in turn could prove to be harmful for the predators by reducing their food source. In any case, the food chain of aquatic animals is affected as a result of acidification. This disruption may also affect the people who harvest these fish not only for consumption but for their economies, as they now would have to adapt and find different sources of food and income or migrate, decreasing the biodiversity of the area. “Overall, [acidification] is expected to have dramatic and mostly negative impacts on ocean ecosystems- [even though] some species (especially those that live in estuaries) are finding ways to adapt to the changing conditions.” (The Ocean Portal Team, 2018). Figure 1.2 shows that mechanism by which increased CO2 levels in the atmosphere cause decreased carbonate ions in the water resulting in fewer calcifiers. Plants and herbivores Finally, greenhouse gases may affect the growth rates and biodiversity of plants and associated organisms. Although some might think that increasing greenhouse gases, such as carbon dioxide (main component photosynthesis), must be beneficial to plants, we cannot take away from the other negative aspects they bring. As the earth heats up, we get more depletion of essential resources, such as water (during times of droughts), which can then decrease the moisture levels of the soils restricting the rate of photosynthesis. Another issue increasing temperatures can have is denaturation of certain proteins. Since plants are not homeotherms the regulation of their temperatures depends on the environment they are in, and if the temperatures are too high it can cause harmful effects on the enzymes necessary for photosynthesis, an example being rubisco binding to O2 instead of CO2. Not only do these gases decrease their ability to gr

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